Motion Charts

Interpreting Motion Charts

With Motion Charts, you can take advantage of advanced data exploration and visualization. Let's examine each component of this feature so that you can learn how to get at-a-glance insights from the data you're seeing. Click an example below to expand the details for each scenario.

  • Example 1: Languages and Bounce Rates

    Let's take a look at a Google Analytics account that tracks the e-commerce activity for the business called Google Store. We can learn a lot about what languages our top converting users speak. First, let's set the date range to cover one month and configure our Motion Chart to show:

    X-axis: E-commerce Conversion Rate
    Y-axis: Bounce Rate
    Color: Revenue
    Size: Visits

    If you want to apply these settings to your Motion Chart, please enter your view ID below.
    View ID:

    If you play the Motion Chart over time, it reveals that British English (en-gb) has a normal bounce rate with an average number of conversions, but does not turn out to be a huge source of visits (Australian English doesn't even make it to the top 25 list of languages). Russian and French content draws very few, but high-converting visitors. Spanish and Brazilian Portuguese (es-es, pt-br) see a lot of visitors who convert relatively frequently at high value, but have a high bounce rate on average.

    From these observations, we conclude that we should:

    1. Advertise in all English speaking countries, as they tend to convert well.
    2. Not prioritize translating content in France and Russia as these countries draw very few visitors who convert.
    3. Consider a Spanish translation, then consider a Portuguese translation after that. Test the Spanish translation to see if it lowers the bounce rate of Brazilian visitors, as Brazilian visitors are likely to speak Spanish.

  • Example 3: New vs. Returning visitors and Bounce rates

    Let's use this last example to use a Motion Chart setting that isn't exclusive to e-commerce metrics. The coordinates should be set to look at the data for new and returning visitors, and bounce rates.

    X axis: Bounce Rate
    Y axis: Transactions
    Color: Average Value
    Size: Visits

    If you want to apply these settings to your Motion Chart, please enter your view ID below.
    View ID:

    If we look at the Motion Chart below, we can observe that they move together at certain points. This suggests a larger issue with the website during a particular timeframe, or the presence of an unusual source of traffic that needs to be investigated. We also draw two separate conclusions:

    1. Although new visitors make up a large number of visitors and transactions, new visitors don't convert as well as returning visitors.
    2. Even though visits from returning visitors are more valuable, we see no appreciable growth in the number of visits coming from them.

    From these observations, the Google Store can restructure its marketing efforts in order to:

    1. Increase marketing efforts through controlled sources of traffic that yield lower bounce rates than referrals or organic searches.
    2. Provide incentives for new visitors or customers to purchase from the site.
    3. The Google Store should try marketing to previous visitors or create a customer retention program. This can be from an e-mail program with addresses acquired through the checkout process.